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WE05 Eye Tracking the User Experience

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This presentation was made at Web Essentials 05. It provides a general overview of user testing and then follows on to show how Eye Tracking can be used in conjunction with traditional Usability techniques, providing more detailed results. A number of case studies are included to support the discussion.

Published in: Economy & Finance, Technology

WE05 Eye Tracking the User Experience

  1. 1. Lisa Herrod Web Essentials 05
  2. 2. Lisa Herrod Web Essentials 05
  3. 3. This presentation <ul><li>EyeTracking in Usability Testing </li></ul><ul><li>User Based Evaluations </li></ul><ul><li>EyeTracking Examples </li></ul><ul><li>Case Studies </li></ul>
  4. 4. What makes a site usable? LEARNABILITY,MEMORABILITY,EFFECTIVENESS,EFFICIENCY,SATISFACTION,ICAN’TGETNO,ERRORS,DANANA,CONSISTENCY, ANDLOTSMORE
  5. 5. What makes a site usable? <ul><li>Current standards and best practice </li></ul><ul><li>Consistent design </li></ul><ul><li>Accessibility </li></ul><ul><li>Relevant to user needs </li></ul><ul><li>Focused </li></ul>
  6. 6. Designing with User Focus <ul><li>Improves </li></ul><ul><li>Usability </li></ul><ul><li>Accessibility </li></ul><ul><li>Ease and efficiency of task completion </li></ul><ul><li>Users’ satisfaction and confidence on site </li></ul>
  7. 7. Two ways to design <ul><li>1. Designing with usability principals </li></ul><ul><li>2. Evaluating your designs for usability </li></ul>
  8. 8. Two ways to design <ul><li>1. Designing with Usability </li></ul><ul><li>Usability experts and users involved in the design process </li></ul>
  9. 9. Two ways to design <ul><li>2. Usability Evaluation </li></ul><ul><li>Usability experts and users evaluate product at key stages </li></ul>
  10. 10. Two Case Studies <ul><li>Blue Scope Steel </li></ul><ul><li>Australian Wool Innovation </li></ul>
  11. 11. Methods of Testing <ul><li>Surveys and questionnaires </li></ul><ul><li>Focus Group </li></ul><ul><li>Expert Review </li></ul><ul><li>Compliance Review </li></ul><ul><li>EyeTracking Study </li></ul><ul><li>User Based Evaluation </li></ul>
  12. 12. User Based Evaluation <ul><li>6-8 users per primary demographic </li></ul><ul><li>Users work through a task list </li></ul><ul><li>User actions and feedback combined with Usability ‘heuristics’ </li></ul><ul><li>Reporting of issues and recommendations </li></ul>
  13. 13. Blue Scope Steel usability evaluation
  14. 18. Wool designing with usability
  15. 19. Australian Wool Innovation <ul><li>Comparative evaluation: 3 Designs </li></ul><ul><li>Key Focus: Navigation and Labelling </li></ul><ul><li>One-on-one user based evaluation </li></ul><ul><li>6 participants </li></ul><ul><li>Primary demographic: Members of site </li></ul><ul><li>Balance Male / Female </li></ul>
  16. 20. Wool: Design 3
  17. 21. Wool: Design 3
  18. 22. Wool: Design 2
  19. 23. Wool: Design 2
  20. 24. Wool: Design 1
  21. 25. Wool: Design 1
  22. 26. EyeTracking <ul><li>Imagine if you could see your site through the eyes of the user from concept to completion… </li></ul>
  23. 27. EyeTracking Approach Eye-tracking and on the spot interview Qualitative in-depth discussion Qualitative observation and context
  24. 28. EyeTracking <ul><li>Usually in conjunction with a UBE </li></ul><ul><li>Compliments User Based Evaluation </li></ul><ul><li>Provides additional information </li></ul><ul><li>Objective, visual deliverables </li></ul>
  25. 29. EyeTracking <ul><li>One to one In-depth discussions </li></ul><ul><li>Typical length is 1 hour </li></ul><ul><li>Allows for a ‘stream of consciousness’ to come through </li></ul>
  26. 30. <ul><li>EyeTracking is combined with qualitative research of UBE </li></ul><ul><li>Objective, visual outputs of </li></ul><ul><ul><li>Viewed site designs </li></ul></ul><ul><ul><li>Attention paid to page elements </li></ul></ul><ul><ul><li>User interactions </li></ul></ul>Overall Approach
  27. 31. Let’s see how it works…
  28. 32. Lab
  29. 33. camera
  30. 34. Participant tracked Near-infrared beams allow camera to accurately track eye behaviour
  31. 35. Calibration Matrix
  32. 36. Calibrating Eye to Screen … note ‘white spot’ on pupil
  33. 37. A Bit of Pub Trivia <ul><li>(like you’re ever going to get this at your local…) </li></ul>
  34. 38. ET Trivia <ul><li>Initial methods for tracking the actual location of eye fixations involved direct mechanical contact with the cornea… </li></ul>
  35. 39. Example EyeTracking Outputs
  36. 40. Scan Paths
  37. 41. Marking up for 3D graphs
  38. 42. 3D graphs
  39. 43. Contour Map
  40. 44. Two More Case Studies <ul><li>Side by Side Navigation Hudson, Firminger & Weakley </li></ul><ul><li>WorkCover NSW </li></ul>
  41. 45. Side by Side navigation
  42. 46. Side by Side - open
  43. 47. Side by Side Navigation – Scan Path 1
  44. 48. Side by Side Navigation – Scan Path 2
  45. 49. Side by Side Navigation – Scan Path 3
  46. 50. WorkCover NSW
  47. 51. WorkCover NSW - Home 5 Areas of navigation
  48. 52. WorkCover NSW - Cascading Menu 5 Areas of navigation
  49. 53. WorkCover NSW - Dropdown Menu 5 Areas of navigation
  50. 54. WC-ET Crosshair
  51. 55. WC- No ET
  52. 56. Scan Path tracks eye movements
  53. 57. Workcover NSW – Dwell Times
  54. 58. Workcover NSW – Contour Map
  55. 59. Thankyou… <ul><li>I’ll be here for the next couple of days, but feel free to contact me any time at: </li></ul><ul><li>[email_address] </li></ul>

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